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Why Brand Matters

In one sense, perhaps the most important sense, a brand is a promise. You know what you're going to get with a well-branded product or service.

In another sense, a brand is a specific combination of logo, words, type font, design, colors, personality, price, service, etc.

The promise, look, personality and attributes can eventually acquire a special patina of what I call "me" appeal. Buying a certain brand says something about the person who buys it. Apple has that patina. So does Prius. The booze and clothing businesses are filled with patina products: Cristal, Guinness, Ralph Lauren, Manolo Blahnik.

If you're going to develop your brand, the last thing you want to do is follow the beaten path. You want to head down your own road. Your brand has to plant itself in the hearts and minds (especially hearts) of prospects and customers.

It also has to be memorable. Your brand is the focus of all your marketing efforts (yes, it needs to say something about your company, connect with your target market, be motivating in some way and always create loyalty).